01 cover sbi 152.indd - FIFA/CIES International University Network

COMMENT
“The deal covers all territories
where the Festival of Christmas is
celebrated. This is a true partnership.
Boogaloogaloo Santa will become far
more efficient as a result of the deal.”
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ISSN 1757-5346.
KEVIN ROBERTS ON THE DIFFICULTIES IN GENERATING NEW REVENUES
WHILE SECURING THE CONTINUED SUPPORT OF THE FANS...
THE GLOBAL MARKETING COMMUNITY applauded
a significant breakthrough in late November when
emerging Asian search engine operator Boogaloogaloo
announced a wide-ranging deal with the government of
Lapland to become title sponsor of Santa and his portfolio
of elves, reindeer and other helpers.
A key element of the agreement is an initial five-year
naming rights deal for Santa’s Grotto which will become
known as: The Grotto@boogaloogaloo.com.
All lead reindeer, including the world-famous Donner
and Blitzen are included in the multi million Dollar
agreement, although Rudolph, who remains under
contract to the Red Nose Organisation, is excluded.
“This is an excellent deal for Boogaloogaloo,” said
its CEO. “It is the result of painstaking market research
which revealed that to compete in a global marketplace
we had to take steps to gain brand recognition and real
traction among the key 5-12 years age group. After all,
children are our future.”
“The deal covers all territories where the Festival of
Christmas is celebrated or where Santa is recognised.
And that represents most of the world. This is a true
partnership. Boogaloogaloo Santa will become far more
efficient as a result of the deal. Our technology will enable
kids to enter an on-line examination to determine whether
they have been Good or Bad in the previous 12 months.
The results of these will determine what types of presents
they will be allowed to select from the offerings of the
specially chosen and quality controlled suppliers chosen
by and accessed via Boogaloogaloo.com
“Once verified by Boogaloogaloo chief Elf, their
gifts choices will be delivered by a sleigh guided by
our specially developed SantaNav. This eliminates the
possibility of children being disappointed by receiving the
wrong presents.”
A spokesman for the Lapland government, Mr S. Kimo,
described the deal as “a truly mould-breaking partnership
which will change the face of Christmas.” Asked by
journalists to comment on the moral stability of Santa - who
has previously been caught Kissing Mummies under the
Mistletoe and drinking Sherry - Mr Kimo said: “We have
no concerns. This is dealt with by a part of the agreement
known as the Santa clause. This provides strict guidelines for
Santa’s behaviour 365 days a year. We want him to be a proud
ambassador for Lapland and Boogaloogaloo and to share and
exemplify our brand values…whatever those may be.”
The Boogaloogaloo deal is widely seen as pushing
the sponsorship envelop in new directions and has been
described in some quarters as ‘simply unbelievable.’ In
fact, that scenario may be slightly more believable than
an earlier deal which saw Mike Ashley, owner of English
second tier football club Newcastle United announcing
that the club’s historic stadium was to be named for his
company, Sports direct.
In an inelegant attempt at compromise, the ground is
now known as sportsdirect.com@StJames’Park, a move
which flies in the face of common sense, respect for fans
and more or less every chapter in the Sponsorship text book.
It is not our job to lecture Mike Ashley on making money.
While accepting that there may be some clever
accountancy reasons for the Sports Direct naming rights
deal, it appears to fall down in more or less every other
respect. Let’s start with the fans…who hate it. Newcastle
is a one club city and the passion for everything Black
and white runs deep. For the fans, St James’ Park means
something special and the addition of an ugly commercial
moniker is seen as desecration.
Second, if the fans aren’t going to embrace the new
name you can be sure that the media won’t. It’s difficult
to imagine a single broadcaster referring to the ground
by its new name. You can lead media horses to water but
not make them drink. Legend has it that when Fosters
first sponsored The Oval cricket ground, the BBC taped a
notice to the commentary box wall reminding its staff that
‘This Is The Oval -Not The Fosters Oval.
Attitudes have, of course, relaxed significantly over the
years and the media is now far more comfortable with the
use of commercial names. But the fact remains that they
really only seem natural when the facility in question has
absolutely no history (see feature on pages 30-32). At a new
facility, fans can embrace the sponsors, maybe even feel a
little grateful that their cash has helped in some way with
the creation of the stadium of arena. But to impose a name
- particularly such a clumsy one - on a much loved and
revered venue is simply asking for trouble. In many ways it’s
the equivalent of sticking two fingers up at your customers.
But looking on the bright side, even Newcastle United
doesn’t have to deal with the same issues as the Colorado
Rapids who play in Major league Soccer. Their impressive,
purpose-built stadium is considered something of a
masterpiece but it rejoices in the name of its sponsor….
Dick’s Sporting Goods Field.
Naturally, Fans know it simply as The Dick. Quite what
that does for the sponsor brand is anybody’s guess!
SportBusiness International • No.152 • 12.09 7